青少年体育消费心理预期行为研究

Behavioral Research on Psychological Expectation of Sports Consumption for Teenagers

通过问卷调查法与数据统计法对青少年体育消费心理预期行为进行研究,确立了青少年体育消费心理预期结构的五个因子构成,分别是预测经历、信息来源与渠道、信息量、预测依据、价格知觉水平。其中预测经历对消费行为的预测程度最高,信息来源与渠道、信息量、预测依据次之,价格知觉水平不能够预测体育消费行为。

Questionnaire and data statistics are employed to designate the five factors that constitute the psychological expectation structure of sports consumption for teenagers. They are predication experience, information source and channel, amount of information, predication basis, and price sensitivity level. In terms of predication degree on consumption behavior, predication experience is the highest and next to it are information source and channel, amount of information, predication basis. Price sensitivity level cannot be used to predict sports consumption behavior.